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The white patches on your face can be due to various reasons like allergy to sun exposure, deficiency of a particular vitamin, food allergy, or skin infections like pityriasis alba, vitiligo and tinea versicolor. If the lotion you are using is not suitable for your skin, stop using it. Use baby powder to keep the area dry and prevent itching till you consult a dermatologist for the exact diagnosis of the condition, and also use the lotions/ointments prescribed by him/her suitable for your skin type.
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